Xie Ying, Vice President of Youku, Talks on Creative Direction: Aesthetic Upgrade, Type Fusion, and Expression of Values

Tech 2023-06-22 15:08:17 Source: Network

On June 22, Xie Ying, Vice President of Youku, appeared at the 28th Shanghai Television Festival "New Era Traditional Chinese Drama Excellence and Diversity - China TV Drama Development Forum". Xie Ying stated that the drama industry is facing two changes

On June 22, Xie Ying, Vice President of Youku, appeared at the 28th Shanghai Television Festival "New Era Traditional Chinese Drama Excellence and Diversity - China TV Drama Development Forum". Xie Ying stated that the drama industry is facing two changes. The first is that the voice of users is increasingly becoming an undeniable force. The second is the development of short videos, which promotes the development of long videos in both aesthetic and ideological dimensions, turning challenges into opportunities. Xie Ying said, "Aesthetic upgrading, genre fusion, and expression of values are the future directions for creating long videos

In recent years, the development of Chinese TV dramas has shown a trend of refinement and diversification. Xie Ying stated that since 2021, Youku has proposed the "three returns" - returning to consensus, returning to inheritance, and returning to the original intention. It has actively laid out in areas such as hero praises that showcase national strength, realistic themes that celebrate the era, Eastern legends that showcase cultural confidence, truly innovative real person manga tracks, and innovative suspense, and has achieved certain results. It is worth noting that in terms of hero hymns, starting from "The Age of Awakening", Youku has found a way to approach young audiences in its main melody and positive energy works. Next, Youku will also have "Shangganling", "Detective Heroes", "Sea and Sky Eagle", and "Welcome to Maile Village" online.

When it comes to high-quality content, Xie Ying shared Youku's content screening ideas: first of all, the topic selection should "come from reality, go to reality". The core of Youku's content creation is whether the series topic selection and story core can resonate and empathize. Secondly, the characters should move from being labeled as "characters" to being "deeply shaped", making them the leaders of the drama's perspective; Thirdly, the story should be both "worth watching" and "enjoyable to watch"; Fourthly, in terms of value orientation, it is not only necessary to "showcase reality", but also to "lead reality"& Nbsp;

We need to be an infrastructure provider for China's film and television industrialization, a fighter for good content, a service provider who provides high-quality products with creators, a cultivator of new forces, and a disseminator of excellent works, "Xie Ying said. It is reported that since the beginning of this year, including "Who He is" and "The Back Wave", Youku has had six TV series that have surpassed the 10000 mark. The continuous rehearsals of "Star Falling into Sugar", "Long Moon Burning", and "Heart Protecting" have strengthened the platform's "Immortal Hero Number One Brand" mentality. The recently launched "Hidden" has also attracted positive reviews from the audience. Youku has also launched the "New Horn Youth Director Program" and "Outstanding Screenplay Program" to tap into the source of film and television talents for the industry.

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